If you’re thinking about exploring the culture and craftsmanship behind Mexico’s most iconic export, the Premium Plus Sunrise tour offered by Jose Cuervo Express promises a thoughtfully curated experience. This 11-hour excursion takes you from the vibrant city of Guadalajara into the heart of Tequila, Jalisco, blending history, culture, and good old-fashioned Mexican hospitality.
What we love about this tour is how it balances educational moments—like the tequila tasting and cultural center visit—with lively experiences such as the Jimado demonstration and a traditional Mexican show. Plus, the journey aboard the Jose Cuervo Express train adds a touch of elegance and fun. A potential drawback? The day is quite packed, so if you prefer a slow morning or a relaxed pace, some parts might feel rushes.
This tour is perfect for culture lovers, foodies, and anyone curious about tequila’s origins. It also suits travelers looking for an all-in-one day that combines sightseeing, tasting, and entertainment — especially if you’re interested in Mexico’s traditions and craftsmanship.
Key Points
- Comprehensive Experience: Combines cultural, historical, and tasting elements into one day.
- Authentic Insights: Guided tours of La Rojena distillery and cultural center reveal tequila’s production and heritage.
- Leisure Time: Free hours in Tequila town allow for personal exploration and local eats.
- Cultural Entertainment: Mexican show and agave field activities provide lively, memorable moments.
- Comfortable Transport: Travel on the iconic Jose Cuervo Express train and private buses offers convenience.
- Value for Money: At roughly $216, the tour’s included activities and tastings provide solid value for a full-day experience.
👉 Check out our guide to the 5 Best Guided Tours In Guadalajara
Contents
- Key Points
- A Detailed Look at the Tour Itinerary
- Starting at Guadalajara’s Casa Cuervo
- Visiting the Juan Beckmann Gallardo Cultural Center
- La Rojeña Factory Tour
- Free Time in Tequila Town
- Cultural and Musical Highlights
- Agave Fields and Jimado Demonstration
- Return Journey and Final Touches
- Analyzing the Value
- Who Will Enjoy This Tour?
- FAQs
- Final Thoughts
- Our Top Picks in Guadalajara
- More Tour Reviews in Guadalajara
- Not for you? Here's more things to do in Guadalajara we have recnetly reviewed
A Detailed Look at the Tour Itinerary
You can also read our reviews of more tours and experiences in Guadalajara.
Starting at Guadalajara’s Casa Cuervo
The tour begins early, meeting at Av. Circunvalación Agustín Yáñez 11 in Guadalajara. From there, you hop aboard the Jose Cuervo Express, a train that’s almost as legendary as the tequila itself. The train’s atmosphere sets the tone—elegant, lively, and with a whiff of nostalgia. Onboard, you’ll enjoy exclusive cocktails made with Jose Cuervo tequila and Mexican snacks, which instantly elevate the experience beyond a simple train ride.
Visiting the Juan Beckmann Gallardo Cultural Center
Your first stop is the Juan Beckmann Gallardo Cultural Center, where the focus is on Mexico’s artistic and cultural traditions. Exhibitions include art, pre-Hispanic artifacts, and elements of charrería—a traditional Mexican rodeo-style event. With a 20-minute visit and admission included, this stop offers a quick but meaningful glimpse into Tequila’s cultural roots.
The reviews highlight the cultural center as “an immersive experience that reflects Tequila’s heritage,” providing context that enriches the day. Some visitors appreciate how this stop helps set the scene before diving into the more hands-on distillery tour.
La Rojeña Factory Tour
Next, you’re taken to Fabrica La Rojena, the oldest distillery in Latin America. A 30-minute guided tour takes you through each stage of tequila production, from the cooking of agave to fermentation and aging. It’s an educational experience that demystifies the complex process behind this beloved spirit.
Travelers often comment on how “seeing the distillery’s machinery and hearing about the process made me appreciate tequila even more,” and many note that the guide’s explanations are clear and engaging. While the visit is brief, it’s packed with enough detail to satisfy both novices and enthusiasts.
Free Time in Tequila Town
After the factory, you get roughly three hours of free time in Tequila, the charming “Magic Town” famed for its cobblestone streets, colorful facades, and lively atmosphere. Here, you can explore at your own pace, sample local gastronomy, or shop for souvenirs. Many reviews mention that this time is ample for a leisurely lunch or a stroll, making it a great opportunity to enjoy authentic Mexican food or just soak in the town’s charm.
Cultural and Musical Highlights
Back onboard, a visit to the Jose Cuervo Forum features a 45-minute Mexican show. Expect lively music, traditional dance, and vibrant costumes—an entertaining way to deepen your appreciation for Mexican culture. Guests often describe it as “a joyful, energetic performance that really captures the spirit of Tequila.”
Agave Fields and Jimado Demonstration
The tour’s climax is in the Campos de Agave, where a jimador—an agave-harvesting expert—demonstrates the traditional method of cutting agave hearts. This one-hour activity isn’t just educational; it’s a lively celebration with music, dancing, and Mexican activities. Many visitors enjoy the hands-on experience and consider it a highlight of the day—“watching the jimador work was fascinating, and the accompanying music made it festive.”
Return Journey and Final Touches
After a full day of tasting, learning, and exploring, the group boards the private bus back to Guadalajara. The comfortable transfer allows you to reflect on the day’s highlights and enjoy some of the Jose Cuervo cocktails** again**, if you wish.
Analyzing the Value
At around $216 per person, the tour offers a well-rounded mix of culture, history, and entertainment. The included activities—the cultural center visit, distillery tour, Mexican show, and agave demonstration—are substantial and give a comprehensive picture of tequila’s heritage. The free time in Tequila town adds a flexible element, letting travelers choose their culinary or shopping adventures.
While the tour doesn’t include meals, the allocated free time means you can explore local eateries and enjoy authentic tapas and gourmet Mexican dishes—a part of the experience many reviews praise, describing the local food as “delicious” and “a perfect complement to the day.”
The train journey is a highlight, adding luxury and fun to the day, and the small group size (max 226 travelers) ensures a lively, social atmosphere without feeling overcrowded. The timing—starting at 9:00 am—gives you a full day, but be prepared for a long, activity-packed itinerary.
Who Will Enjoy This Tour?
This experience suits adventurous cultural explorers who are eager to see how tequila is made and want a taste of Mexican traditions firsthand. It’s ideal for those who appreciate guided tours with cultural context combined with entertainment. If you love learning through tasting and are curious about Mexico’s brewing and distilling stories, this tour will hit the mark.
However, those seeking a slow-paced or entirely gourmet-focused day might find the schedule a bit tight. It’s best for travelers comfortable with group tours and a busy itinerary that mixes sightseeing, tasting, and lively cultural demonstrations.
FAQs
Is transportation included?
Yes, your journey begins with private transportation from Guadalajara and the trip back is on a comfortable bus, making the logistics smooth and stress-free.
Are the activities suitable for children?
Most activities are geared towards adults, especially since the tour involves alcohol tastings and cultural shows. Check with the provider for specific age restrictions.
Does the tour include meals?
No, it doesn’t include full meals. You have free time in Tequila to eat at local restaurants or try street food.
What should I wear?
Comfortable clothing suitable for walking and varying weather conditions. Consider sun protection if visiting the agave fields.
Are there any age restrictions?
While most travelers can participate, those under 18 should be aware that alcohol is involved. Check with the tour provider for specifics.
Is this tour suitable for people with mobility issues?
Some parts, such as walking in town or at the distillery, may involve uneven surfaces. Contact the provider to clarify accessibility concerns.
Premium Plus Sunrise
Final Thoughts
The Premium Plus Sunrise tour offers an engaging, well-rounded look at tequila’s heritage, blending culture, history, and entertainment into one full day. It’s a particularly good choice for travelers who want to deepen their appreciation of Mexican traditions while enjoying a bit of fun and flavor along the way.
The combination of a beautiful train ride, hands-on agave demonstrations, and lively cultural performances provides a memorable experience that’s both educational and entertaining. The included tastings—both onboard and at the distillery—add excellent value for those wanting to sample tequila in its most authentic forms.
If you’re eager to see where tequila comes from and enjoy a lively, engaging day out, this tour hits most marks. Just be prepared for a packed schedule and pace yourself accordingly.
In brief: This tour is best suited for curious, culturally-minded travelers who enjoy tasting and learning about Mexico’s most famous spirit in an authentic setting. It’s a lively, informative day that captures the essence of Tequila, Jalisco.
